Laundry care continued to record positive, if relatively modest, growth in 2022. Liquid detergents are generally taking sales from powder detergents across the region, with liquid tablet detergents the most dynamic category in most countries. While industry players are struggling with rising costs, they are finding it difficult to pass them on to consumers, who are faced with an inflationary environment in nearly all areas of their daily lives.
This report comes in PPT.
Indonesian consumers welcome innovation, but are not keen to pay more for it. The pandemic made antibacterial properties a desired property, with other popular additional features including new fragrances and hypoallergenic qualities. While manufacturers continue to release new products incorporating such innovations, most Indonesians are still not willing to upgrade to these new products if it involves a price increase. Discounts and bundles are therefore used to help launch new releases at similar prices to previous products.
In 2022, there was increasing demand among Chinese consumers for laundry care products with add-on and segmented features to satisfy their’ more sophisticated needs, such as upgraded multifunctional liquid tablet detergents or laundry sanitiser exclusively for underwear. Clean, natural and green ingredients are also increasingly appealing to consumers looking to lead healthy lifestyles.
In spite of the soaring costs of raw materials and logistics, prices are not going up in China, as shown by this country recording positive volume growth, but declining sales in real value terms. The strength of e-commerce (32% share in China), particularly the further penetration of budget-friendly online stores such as Pinduoduo, is putting downward pressure on prices. Major offline retailers, in turn, especially supermarkets and hypermarkets, are also running strong promotional campaigns for fear of losing sales and customers to online competitors, which is further exacerbating the already heated price competition.
Laundry care is expected to continue growing over the forecast period. Liquid detergents will continue gaining share from powder detergents, and liquid tablet detergents will continue to see dynamic growth. However, lower-income or older consumers will likely take more persuading to ditch their powder, or even bar and hand wash, detergents.
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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